<![CDATA[This study aims to examine the influence of FoMO, Live Streaming Selling, and Influencer Marketing on impulse purchases. A total of 154 respondents residing in CIAYUMAJAKUNING were selected as the study sample using an incidental non-probability sampling technique. The study population was the CIAYUMAJAKUNING community who had purchased Glad2glow products from TikTok Shop. The data was analysed with the help of SmartPLS 4.0 and structural equation modelling using PLS-SEM. With outer loadings > 0.70, AVE > 0.50, and composite reliability values > 0.70, all indicators satisfied the validity and reliability standards, according to the evaluation of the measurement model. There is a positive and statistically significant relationship between impulse buys and factors like FoMO, Live Streaming Selling (LSS), and Influencer Marketing (IM). To be more precise, impulse buying is positively and significantly impacted by FoMO (β = 0.396, t = 5.990, p = 0.000), Influencer Marketing (β = 0.378, t = 3.981, p = 0.000), and Live Streaming Selling (β= 0.157, t = 2.180, p = 0.029), the least significant of the three. Simultaneously, the structural model demonstrates strong explanatory power, as the three independent variables together account for 63.2% ( = 0.632) of the variation in impulse buying behavior, while the remaining 36.8% is influenced by other factors outside the study]]>
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